Executive Turntable

Rocío Guerrero Joins Amazon Music to Lead Latin Strategy

Rocío Guerrero
Courtesy of Rocio

Rocío Guerrero

The exec who previously helped create Spotify's popular ¡Viva Latino! playlist departs a post at Warner Music Latin after about a year.

Rocío Guerrero has been named Amazon Music’s first-ever global head of Latin music, the company announced Thursday (Dec. 12).

In her new role, Guerrero will help develop and lead the growth strategy and execution of Amazon Music in the Latin market, while developing and maintaining key industry relationships and building a team dedicated to Latin music content. She will also help identify new marketing initiatives, build on the success of the company’s global Latin playlists and be tasked with identifying new initiatives that bridge music and voice innovation.

Notably, Guerrero previously served as head of global music cultures at Spotify, where she helped build the streaming service into a Latin music powerhouse by implementing a global music expansion strategy. Her hire at Amazon Music shows the rival service is serious about making a stronger showing in the coveted market.

Guerrero most recently worked at Warner Music Latin, where she served as vp A&R and cross-cultural strategy for about a year. Her responsibilities there included helping identify emerging talent, exploring new artists development avenues at streaming services and developing creative collaborations for Warner Music artists both globally and locally.

“I’m thrilled to come back to streaming with Amazon Music, who is poised to have a massive, positive impact on the Latin culture,” Guerrero said in a statement. “As Amazon Music continues to expand -- there’s so much potential for incredible growth in Latin music, through marketing, artist relationships, programming, and voice with Alexa. I can’t wait to join this impressive, passionate team and begin building onto the incredible work they’ve already done in the culture.”

Guerrero will report to Amazon Music director Ryan Redington and will be based out of the company’s New York office.

In 2016 and 2017, Guerrero was named to Billboard’s Latin Power Players and 100 Most Powerful Female Executives lists. She currently serves as a member of the Latin Media and Entertainment Commission of the City of New York and is a Music Business Executive in Residence at New York University.